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Characteristics of popular YouTube videos to promote or discourage use of vape
Atiq Harkati1, Fitrina M Kusumaningrum2, Azizziah Djailani3, Fatwa Sari Tetra Dewi4.
Introduction: The growing use of YouTube, push up the popularity of electronic cigarettes (vapes) presenting a new challenge in tobacco control included in Indonesia. This study aims to identify the characteristics of popular vape videos on YouTube, both that promoting and discouraging its use. Methods: A case study combining qualitative and quantitative methods was conducted to get the characteristics of vape videos with >1,000 viewers on YouTube that raised health issues about vaping. There were 68 videos collected at 10th of May 2019. Content analysis of quali- tative methods applied to understand the characters of each video and the quantitative method applied to measure association between video popularity and video’s characteristics using Chi-square, Fisher exact test, and Logistic regression test. Researcher and two media experts were judging the videos on six themes: primary persuasive appeal, dynamic audio-visual components, use of familiar figures or characters, evidence of health claim, valence of video (attitude of vape video message regarding health), and video engagement. Results: A popular vape videos use ratio- nal appeal (88%), use dynamic audio-visual component (71%), use no figure (27%), without health evidence (41%), are claiming healthful benefits of vaping (82%), and use engaging video that delivering messages interactively (65%). However, only valence of video (OR= 6.67, 95%CI 1.70-26.13) and video engagement factors (OR= 4.86, 95%CI 1.50-15.60) have significant association with videos’ popularity. Conclusion: Popular vape videos are those claiming healthful benefit of vape and those engaging videos. Thus, developing videos that discourage vape use should con- sider how to engage the audience.
Affiliation:
- Universitas Gadjah Mada, Indonesia
- Universitas Gadjah Mada, Indonesia
- Universitas Gadjah Mada, Indonesia
- Universitas Gadjah Mada, Indonesia
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Indexation |
Indexed by |
MyJurnal (2021) |
H-Index
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3 |
Immediacy Index
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0.000 |
Rank |
0 |
Indexed by |
Scopus 2020 |
Impact Factor
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CiteScore (0.2) |
Rank |
Q4 (Medicine (all)) |
Additional Information |
SJR (0.144) |
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